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Hypothesis H3a: Online base newspapers will have moderate decisional utility gratifications. H3b: Base newspapers, the commander’s access channel, and internal websites will have no decisional utility gratifications. Decisional Utility…given that: 92% of Internet users: “Internet is a good place to get information” (Fallows, 2004) Information for consideration was one of top desired reasons for use (Stafford et al., 2004)

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Hypothesis RQ3: How does use compare across military and civilian media? RQ4:What demographics or dimensions of uses and gratifications predict attitude toward the paper? Predictors of Communications Use…given that: Air Force studies consistently indicate Airmen would read newspaper if emailed to inbox…but no predictive data (USAF, 2005) Newspaper readership tends to increase with age and year in school…same for military?(Vincent & Basil, 1997)

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Exposure and attention civilian and military media Measured how often and how much the communication forms were used as a source of information for military 10-point exposure scale, ranging from “rarely use” to “frequently use” 10-point attention scale, ranging from “no attention” to “close attention” McLeod & McDonald (1985) Chaffee & Schleuder (1986) Methods

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H1: Gratifications for possible online base newspaper use will be positively related to gratifications for print base newspaper use H1: Was supported A correlation matrix was computed and found all correlations positive in nature and statistically significant (see table 1 in handout) Results

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RQ4: Examined what would predict attitude and use of the base newspaper Results were computed with a hierarchical regression analysis was conducted to prove this question (see table 3 handout) Results

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Generalizability –Convenience sample –More representative of entire DoD –True Random or Quota Sampling Timing –Survey only open six days –Needed more announcement Scale –The “Conundrum”…So what does it all mean? Limitations

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Discussion Military internal communications are not gratifying troops’ needs Exposure is not enough Gratifications sought are largely for civilian media It’s up to us to figure out how to make our internal communication more gratifying to troops